
PwC’s 2024 Digital Trends in Operations Survey
PwC’s 2024 Digital Trends in Operations survey: How operations and supply chains are transforming through cloud, GenAI and other technology.
Secular growth has combined with cyclical factors to create extraordinary demand for chips — while semiconductor companies’ own supply chains are struggling to keep up. A flexible, tech-enabled approach can help address supply chain challenges today and set companies up for more sustainable, less volatile growth tomorrow.
Semiconductor vendors, designers, manufacturers and the companies that supply them are facing extraordinary circumstances. The industry is used to sharp changes in demand, but the current surge has been extreme. This time, the sector’s own supply chains face unusual and systemic difficulties.
As the leaders of semiconductor companies plot their path forward, they should consider not only the challenges of meeting demand right now, but a significant future risk: If you invest heavily in capacity to meet shortages today, will you find yourself selling into a glut tomorrow? The risk is longstanding in this historically cyclical industry. But the intensity of today’s supply shortfall, and the high costs that may be needed to address it, make it imperative to chart a careful course.
The unusual mix of demand and supply challenges, combined with greater-than-usual uncertainty about the future, make thoughtful strategic choices critical. Here are six measures you can take to both address today’s concerns and better position your company for more sustainable, less volatile growth tomorrow.
It’s long been a challenge in the semiconductor industry: Many customers view you merely as a vendor, not a business ally. They issue purchase orders they don’t intend to keep, cancel them with little warning, and surprise you with new requests. But it may be possible to replace an often rocky relationship with a mutually beneficial relationship. Such a relationship may include long-term agreements or non-cancellable orders — but other forms of collaboration can also help you reduce volatility.
Consider working with key customers on forecasts for demand and supply. Share your expectations and roadmaps and ask to see theirs. Together, you can work out ways to share both the opportunities and risks of future marketplace scenarios. Such deeper collaboration may also allow you to encourage customers to include your next generation of chips in their next generation of products. When the current supply shortage corrects (or overcorrects) it may be valuable to have customers used to working closely with you and your products.
As you navigate today’s pressures and opportunities, it’s important not to overinvest or chase fleeting trends. Fortunately, measures centered on deeper relationships with customers and suppliers, better supply chain insights and resilience, enhanced talent recruitment and retention, and fully utilized tax incentives can help you meet today’s challenges while better positioning you for sustainable growth tomorrow.
PwC’s 2024 Digital Trends in Operations survey: How operations and supply chains are transforming through cloud, GenAI and other technology.
PwC's technology, media and telecommunications industry team helps TMT companies with consulting, tax, audit, M&A, regulatory and growth strategies.